Propaganda techniques

Ads that usually catch my attention are for beer, so I located a Budweiser advertisement. This ad uses two propaganda techniques; the use of “beautiful people” and “euphoria”. The propaganda concept of using beautiful people to promote a product is pretty self explanatory. In the advertisement I selected for Budweiser beer, it shows a macho, manly man with a hammer in his hand and an attractive blonde woman pouring him a frosty drink into a glass. Both the people in this ad are attractive people who are dressed nicely. The next propaganda technique of euphoria is also used. Euphoria is the use of an event depiction that causes happiness. In this beer ad, the viewer gets the impression that the man has been busy working on something, but then he finally gets to have a glass of beer from his companion. It is the euphoria of having a beer after a long day’s work. Here’s the ad link:http://www.kegworks.com/blog/2009/05/13/chauvinistic-vintage-beer-ads/

ABOUT ME

Hi, I'm Farideh Dada, a journalism instructor at De Anza College in Cupertino, Calif., and at San Jose City College. This site is designed to showcase the work of my students. A little about me: I have been teaching journalism since 2007. I also have taught nearby at Menlo College in Atherton. My education began in my native Iran, in the capital city of Tehran. An alum of the Chips Quinn Scholars program, I graduated from San Jose State and a few other places. I am a former newspaper reporter and editor. I'm a peace-loving Iranian-American-World Citizen with much love for the profession of journalism and for the students who represent its future.